A new study from Duke University found that men and women were more drawn to job ads that used language describing typically masculine or feminine traits, respectively.
The interesting part is, the participants in the study did not consciously realize they were reacting to the gendered language. “When we ask people why they don’t like a job, they come up with all kinds of explanations. Not one participant picked up on gendered language,” said an author of the study.
[T]he masculine advertisement for a registered nurse read, “We are determined to deliver superior medical treatment tailored to each individual patient,” while the feminine advertisement said, “We are committed to providing top quality health care that is sympathetic to the needs of our patients.”
The authors of the study say the findings might explain why women are less likely to apply to jobs in scientific and technical fields.
The most surprising part of this is that the participants didn’t realize why they preferred one job description over another. Are we limiting ourselves to certain jobs typically geared towards women, without realizing it?
Wanted: Gender-free job ads